In the Heights and West Side Story did a pretty good job of introducing Latinos to Broadway and Latino audiences. However, it has more to do with one's socioeconomic status as to whether they go see Broadway shows or not. TKTS, Lottery and Standing Room tickets are helping a little bit in making it more accessible for those who can't afford regular priced tickets.
However, Lin-Manuel's success with Hamilton is helping to bring Latinos to the theatre. Him being in the spotlight has certainly got the attention of Latinos all over the country and even the world. I knew of Lin way back from In The Heights but my Latino friends and family members didn't really hear about him until Hamilton. Now, many of them have or want to come to Broadway just because of him.
Shows like On Your Feet also help out. A couple of my aunts and uncles have already mentioned that they want to see this show. Back home in Arizona and Texas, there are a lot of Latinos that see Broadway musicals when they come to town. Tickets are also a lot cheaper, not to mention the cost of flying to and staying in NYC.
As far as what type of shows would attract more Latinos, it's hard to say. Most of my Latino relatives are just like anyone else. They have seen or want to see shows like Lion King, Wicked, A Chorus Line, Cabaret, and Chicago. Shows like In The Heights, West Side Story, Evita, and On Your Feet, are just icing on the cake.
If they're going to make a musical about Latinos, it also has to attract their key audience which are White patrons...most of which are rich females. One of the biggest events in AZ is the Tucson International Mariachi Conference. People from all races, ages, genders, and socioeconomic status come to see this. So maybe a musical about Ranchera singers like Lola Beltran that dealt with love and triumph and centered around the music itself. Mariachi and Ranchera styles of music tend to attract a wide range of demographics.
I'll come up with a specific musical and share it later on.
